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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 4, pp.1279-1307
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2016
Received 29 Apr 2015 Revised 15 Sep 2015 Accepted 11 May 2016
DOI: https://doi.org/10.17287/kmr.2016.45.4.1279

브랜드 진정성이 구전 및 구매의도에 미치는 영향: 노력 절감과 브랜드 신뢰의 매개효과

이시내* ; 민동원**
*(주저자) 단국대학교 박사과정 toymind@dankook.ac.kr
**(교신저자) 단국대학교 교수 dwmin@dankook.ac.kr
The Effect of Brand Authenticity on WOM and Purchase Intention: Mediating Role of Effort Saving and Brand Trust
Sinae Lee* ; Dongwon Min**
*Doctoral Student, Dankook University, First Author
**Assistant Professor, Dankook University, Corresponding Author

초록

최근 들어 브랜드 진정성이 소비자의 구매에 중요한 요소로 부각되며, 많은 기업이 브랜드 진정성을 포지셔닝의 주요 전략으로 활용하고 있다. 선행연구에 의하면 브랜드 진정성은 진실성, 가치 전달의 일관성, 고객 지향성, 저(低)상업성 등 다양한 속성을 내포하고 있으며, 그의 영향은 브랜드의 다른 요인들과 복합적으로 작용한다. 본 연구는 브랜드 진정성의 효과를 매개하는 변수로, ‘진정성 지각으로 인해 브랜드 구매에 들이는 소비자의 시간적, 재무적, 및 인지적 노력 절감,’ 그리고 ‘브랜드에 대한 신뢰’에 주목했다. 특히 어떤 대상의 선택 과정에 노력이 적게 든다고 지각하면 이는 그 대상에 대한 신뢰 향상으로 이어진다는 선행연구를 기반으로, 브랜드 정보 탐색 및 처리, 선택에 사용하는 노력 절감의 지각이 브랜드 신뢰 향상에 미치는 영향을 살펴보고자 하였다. 이를 통해 최종적으로, 브랜드 진정성의 효과를 ‘노력 절감이 브랜드 신뢰를 향상시키는 과정’이 매개 하는 지를 검증하였다. 실험에서는 특별히 진정성이 부각되거나 혹은 통제된 가상의 브랜드 광고 및 소비자 리뷰를 제시하고, 이 브랜드를 선택할 때 예상되는 노력의 절감 및 브랜드에 대한 신뢰 지각 정도를 측정하였으며, 종속변수로 해당 브랜드에 대한 구전 및 구매의도를 조사하였다. 그 결과, 피험자는 진정성이 높은(vs. 통제된) 브랜드에 대해 해당 브랜드가 자신의 노력을 더 절감해준다고 응답하였으며, 이는 그 브랜드에 대한 더 높은 신뢰로 이어졌고, 결국 해당 브랜드에 대한 높은 구전 및 구매의도로 나타났다. 한편, 대조(Contrast)를 통해 간접효과의 크기를 비교한 결과, 브랜드 진정성이 소비자의 반응에 긍정적인 영향을 미치는 경로를, 브랜드 신뢰가 단독으로 매개하는 것 보다 ‘노력 절감이 브랜드 신뢰를 향상 시키는 과정’이 매개 하는 것이 더 강력한 것을 확인하였다. 결론적으로 본 연구에서는 브랜드 진정성이 소비자의 호의적인 반응을 이끌어내는 데에 소비자의 노력 절감이라는 변수가 매우 의미 있는 역할을 하고 있음을 발견하였다. 실험 결과를 기반으로 본 연구의 학문적 의의와 실무적 시사점이 논의 되었으며, 마지막으로, 향후 연구를 위한 제언 및 방향이 제시 되었다.

Abstract

Recently, many corporates, for example Aveda, Lush, Kiehl’s, make a great effort to promote their brand’s authenticity to enhance the corporate-customer relationship, which in turn improve consumers’ brand loyalty and purchase. This study focuses on the mediators which influence the effect of brand authenticity on consumers’ responses. When consumers perceive that brand has authenticity, they are likely to perceive low risk on the choice of the brand because they judge the brand is trustworthy, which means the consumers save their effort to judge and choose the brand. According to prior research, when consumers feel that they make less effort (e.g., time, money, cognition, etc.), they are satisfied with the target more. Fluency literature also shows that the ease with which individuals perceive a target leads to more favorable attitudes toward the target. In the perspective of effort saving strategy, individuals often evaluate the level of trust of a target using various heuristics which are inexpensive processing strategies. Based on literature, the authors expect that brand authenticity positively affects the perception of effort saving, in turn, increases trust on the brand, because brand authenticity helps consumers to use efficient strategy. In the experiment using an advertisement and consumer review, we investigates whether consumers’ effort saving perception and trust on brand mediate the effect of brand authenticity on word of mouth (WOM) and purchase intention. Results show that the brand with (vs. without) authenticity leads more positive effect on WOM and purchase intention. Moreover, this process is mediated by participants’ effort saving perception and trust on the brand. Specifically, Contrast reveals that <brand authenticity → effort saving → brand trust → DVs> is stronger than <brand authenticity → brand trust → DVs>. These findings demonstrate that effort saving plays a very significant role in the relationship among brand authenticity, brand trust, and consumer responses. Based on our findings, implications are discussed and research ideas for further research are suggested.

Keywords:

Brand authenticity, Effort saving, Brand trust, WOM intention, Purchase intention

키워드:

브랜드 진정성, 노력 절감, 브랜드 신뢰, 구전의도, 구매의도

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• 저자 이시내는 현재 단국대학교 경영학과 마케팅 전공 박사과정에 재학 중이다. (사)한국작가회의에서 사업 및 출판 기획을 하였고, ㈜SY프랜차이즈에서 브랜딩을 진행하였다. 이후 단국대학교에서 경영학 석사학위를 취득하였다. 주요 관심 연구분야는 브랜딩, 스토리텔링, 럭셔리 마케팅 등이다.

• 저자 민동원은 현재 단국대학교 경영학과 마케팅 전공 조교수로 재직 중이다. 서울대학교 음악대학 작곡과 및 연세대학교 대학원 경영학과를 졸업하였으며, 한국과학기술원 경영공학과에서 공학박사를 취득하였다. 삼성경제연구소에서 마케팅전략, 컨텐츠 비즈니스 전략, 브랜딩 등의 업무를 담당하였으며, Pre-doc으로 노스웨스턴대학교 켈로그경영대학원에서 연구를 진행하였다. 주요연구분야는 소비자 심리로, 심리적 파워, 나이듦(aging), 체화된 인지, 럭셔리 브랜딩 등이 있다.